Maple (syrup, sugar, sap/water), a sustainable North American agricultural crop, has a unique chemical composition with micronutrients and phytonutrients that have potential health benefits. However, consumers choose other sweeteners 99% of the time. This panel discussion will focus on 15 years of research and marketing strategies directed by the Federation of Maple Syrup Producers of Quebec (FPAQ), the world's leader in maple syrup production. The team managing the brand Maple from Canada will present its expertise developed in International promotion of maple products in Japan, UK, India, Germany, United States and Canada, the maple benefits knowledge accumulated over the years and its experience as a pioneer in developing maple water as an ingredient. In addition, principal investigators of the Collaborative to Communicate Maple Benefits (C2MB), recently launched at the University of Rhode Island, will highlight C2MB objectives of translating the latest maple research into curated content on a mobile-friendly web portal and will provide marketing tools to help producers, entrepreneurs, and hobbyists position and sell maple products to consumers. In collaboration with the major maple stakeholders, including FPAQ, C2MB will maximize consumer awareness of maple benefits and subsequent demand for maple products.

Strategies to communicate maple benefits for market development and promotion

2019 Spring National Meeting

The official archive and repository for all ACS Meetings & Expositions abstracts and select posters or presentations.